Numbers may not lie, but how we present them can make all the difference. Data can easily become overwhelming for people who don’t love wading ankle deep in spreadsheets. That’s why part of a marketer’s job is finding the right way to report metrics that are clear, concise and informative. Fortunately there’s technology that helps our data tell its story.
Whether you’re measuring performance for a large or small business, accurate reporting is crucial. You need to start with a framework for thoroughly tracking how people got to your website, what they viewed, and what led them to convert (or hindered them from converting) into paying customers.
An overwhelming array of options faces marketers today. Of course, you can start with Google Analytics, the free go-to web tracking solution in use on millions of websites
. While a properly configured Google Analytics setup will take most businesses a long way in monitoring online performance, it can’t solve all the problems faced by marketers.
How do you connect the dots to a transaction that occurred via face-to-face interaction months after an online form was submitted? How can you create a simple report template that makes sense to your CEO when a Google Analytics dashboard isn’t enough? In this article we’ll look at your different options along with how and when to use them.
Everyone wants to get their money’s worth when it comes to collaborating with a marketing firm. But when you’re working with clients whose whole world is about money, the ability to tie data to dollars is especially crucial. There are certain nuances of the finance vertical that come into play when you report, and it’s important to be sensitive to rules and process, without ever losing sight of how everything affect the bottom line.
Digital marketing for clients in the finance industry often involves long turnaround times for copy approval, heavy regulations on what you can and can’t say in a web setting, and multi-step lead cycles for measuring return. However, clients in this realm can see great value from online efforts when they are done well.
Even when you have a solid plan to build a finance brand’s revenue online, you need to know how to report on the work you’ve done to prove success. Clients in every niche can love their data, but no one relates to numbers quite like clients in the finance world.
Clients in financial niches may include financial advisors, certified public accountants, mortgage brokers, insurance companies, and banks. While each of these may differ in end marketing goals, we’ll touch on a few crucial report elements that relate to anyone in the financial services realm.
You’re hearing it everywhere: “New Year, New (insert new me, new marketing plan, or your own new thing you’re changing).”
But we’re not really new, are we? Just the same us, trying to be a little better than we were last year. Agencies are no different. While we may not be talking about total re-invention, there’s always an opportunity to become just a little bit better at what we’re already doing. For most agencies, that means retaining clients and making them happier. One really valuable way to do that is to deepen the bonds of trust.
An element of trust is inherent in any agency-client relationship. If a company is paying an agency to do work for them, that company is placing their brand and their marketing dollars into the agency’s hands. Ultimately, both parties establish a mutual trust and understanding with the intent of getting positive results.
As you move into the new year, one burning question in your agency may be, “How can we continue to build trust with our clients?” Communication is crucial to relationships that depend on trust and reporting is powerful and essential form of client communication.
Start the year by taking a good look at your current digital marketing reports and thinking about how you can improve them. Ultimately, you’ll build trust through transparency and by showing how your work relates directly to your client’s goals.
One of the constantly changing questions for SEO agencies is what belongs in your SEO report template?
When building reports for clients, you want to show data that’s customized to their business goals and objectives. You know this; it’s the number one rule of reporting. For SEO reporting you need to take it a step further to present both a big picture view of traffic over time, as well as specific details about engagement, conversions, landing pages and queries.
Starting from scratch for each report can take a lot of time. Thankfully, Megalytic offers an easy-to-use interface for creating SEO report templates. Building an SEO report template will provide you with a starting point for future reports. This baseline becomes a customizable SEO report you can adapt for multiple clients.
Start by establishing the data you need to include and think about what metrics you’ll need to show from Google Analytics, Search Console, and other sources to prove your work’s value.
Whether you use the Megalytic platform or not, here are some ideas for the key data points your SEO report template should include.
A doctor wouldn’t treat two different patients the same just because they were diagnosed with the same condition. As a doctor of marketing, shouldn’t your client campaigns be subject the same kind of nuance?
We’d argue yes.
Sure, there may be digital marketing guidelines and practices that are common across verticals, but that doesn’t mean there isn’t room to refine your reporting practices based on a client’s specific industry. When it comes to healthcare, there are distinct procedural and user behaviors that can be used to strengthen both reporting and your marketing campaigns.
According to a report from Econsultancy
, healthcare and pharma industries will spend $1.93 billion on paid digital advertising in 2016. Many digital agencies have the opportunity to work with companies in this space, whether specializing in the healthcare niche or having select clients in the field.
Healthcare clients are likely to have highly organized marketing staff who care about detailed data. They’ll want to see detailed breakdowns of campaign performance in regular digital marketing reports and hear thought-out explanations to justify recommendations.
In this article, we’ll cover a few tips to help you build better analytics reports for healthcare clients.